Topshop has the highest quality brand perception. Thanks to 59 percent positive feedback on customer service, and 84 percent on product quality, this brand wins in overall brand perception. H&M and Zara, however, have remarkably high positive sentiment around pricing perception, at 89 percent and 87 percent, respectively.

But scale isn’t everything. Topshop has a fraction of Zara’s audience (12 million vs. 30.7 million follower counts) but an engagement ratio that’s dramatically stronger: 29.84 percent vs. 7.91 percent. That means that while Topshop has a smaller following, that audience is more likely to engage with any given post.

Brands love Instagram. Photos are the best-performing type of content across all social networks and for all four brands. For the four fast-fashion brands we looked at, Instagram likes are, on average, 86x higher than Facebook likes, and Instagram comments are 30x higher than Facebook comments.